Media Relations as Element of Corporate Communications Mr Borislav Miljanovic

 Founded in February, 2002  85 employees + 15 consultants from the country and abroad  Employees experienced in various fields of communications and journalism, in the country and abroad  Member of McCann Erickson Group Belgrade  Weber Shandwick affiliate, since April for Serbia, Montenegro, Macedonia and Albania Who Is McCann Erickson Public Relations?

Partnership with the most powerful companies in the region!

OUR METHOD OF WORK  Situation analysis  Company business plan  Most relevant target groups  Key messages  Media plan  Implementation  Evaluation

SITUATION ANALYSIS  Gathering all relevant information on a company  We start with media analysis and end with media analysis  SWOT is integral part of analysis  We frequently conduct surveys and organise focus groups in order to gather best possible data

BUSINESS PLAN  We always ask for a business plan of a company with defined business objectives  Based on business plans, we define a communication plan and design a communication strategy for a specific period  Communication objectives should support the accomplishment of business objectives  The key communication objective is –IMPROVEMENT OF CORPORATE REPUTATION  Short-term objectives: –Achieving positive publicity –Influencing customer attitudes –Informing specific target groups –Gaining further knowledge

MOST RELEVANT TARGET GROUPS  In order to have successful communication and accomplish objectives, it is important to recognise all target groups and define most relevant ones  The media have dual value for us: –As a target group –Vehicle for communication with other target groups  Segmentation within target groups is also highly significant in order to use the media appropriately

KEY MESSAGES  It is necessary to design messages or each defined target group  Properly designed message is: –Clear –Concise –Complete –Credible –Correct –Consistent –Creative –Well-informed contact person  It is important to always analyse the content of communicated messages

MEDIA PLAN  Media plan preparation includes the following: –Selection of appropriate media in accordance with communication objectives and most relevant target groups –Preparation of a list of the media and journalists –Selection of communication tools –Communication timeline  Content of a media plan is crucial for reaching most relevant target groups  Proper and timely communication of messages is vital for overall communication

IMPLEMENTATION – OUR WAY Selecting suitable mediaCreating list of sections/journalistsEstablishing contact Briefing on project/purposeFeedback Project execution Follow up MonitoringEvaluation

EVALUATION  Analysis of what has been accomplished: –Monitoring and analysis of all communicated information –Media Report Analysis –IMPP Media Report Analyses x10x10 Competition NUMBER OF MEDIA REPORTS

IMPORTANT FOR SUCCESSFUL WORK WITH JOURNALISTS  Establishing good working relationship with the media and partnering with them is essential  Always have news – our proactive attitude  Always have news when journalists ask for information  Updated databases - our database - app. 500 editors and journalists  There are 150 of them we communicate with on a weekly basis  Specialised areas: IT, healthcare, business, economy  Take care of journalists as friends  Never forget birthdays, weddings, problems and all little things  Never forget them when they are no longer in our focus

AND FINALLY AS A RESULT  In 2006, we communicated three media releases a week on average, and sometimes even five a day!  Around 80 media reports a week  More than 4,000 media reports as a direct result of the Account Department’s activities were published  More than 180 different types of meetings with journalists (press conferences, media presentations, visits to press offices, etc.) were organised  Journalists perceive us as a highly professional agency and are always glad to cooperate with us – the best compliment for us!

CELEBRATION WITH THE MEDIA We celebrated the award for the best PR agency at the market in 2006 with almost 300 media representatives who the McCann Erickson Public Relations Agency team partners with in everyday activities

THANK YOU!